Power Point Presentation I made while attending a Product Management class at General Assembly.

1. Joe Wilkinson
Product Management
General Assembly: Final Presentation

2. Goals
Midway
Presentation
12/10/2013
Final
Presentation
2/3/2014
What’s been done What’s in the works
2

3. Value Proposition
Definition: “Workout, without bruising. Specially designed apparel with padding”
Need: Using certain pieces of equipment such as barbells and/or Kettlebells for
weight training has an inherit risk; the impact of those pieces of equipment on certain
areas of the body can cause severe bruising.
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4. Value Proposition
Benefit: The apparel has specially designed padding that is attached to the shirt in
areas of the body prone to bruising. The padding absorbs the impact and protects
that particular area of the body.
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5. Porter’s 5 Forces
Threat of New Entrants High
• WilkWear is providing padded fitness apparel, which
currently doesn’t exist in the market, for weight lifters
• Under Armour already produces, and sells similar
padded athletic apparel for football, hockey, rugby, and
lacrosse players.
Bargaining Power of Suppliers Medium – High
• Supplier could delay shipments, go out of business,
and provide shirts that do not meet quality standards
Threat of Substitutes Low • Currently, there are no products on the market
Bargaining Power of Buyers Low
• Since there are no other substitute products on the
market, WilkWear can essentially develop and set a
reasonable price
Degree of Rivalry Low – Medium – High
• Currently, the degree of rivalry is low because there
are no other products on the market
• Competitors can emerge with similar products
Market & Opportunity
Assessment
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6. Market & Opportunity
Assessment
Market Size
Date Facts* Assumption Market Size
End of 2013
1) As of the end of 2012, there
were 3500 CrossFit gyms
1) Each gym has 300 active members 1,930,000
1) 50 CrossFit gyms open
weekly
End of 2017 1) 30,000 gyms in US 1) Each gym has 300 active members 9,250,000
*Source: http://myathleticlife.com/2012/02/crossfit-worth-500-million/6

7. Market Research Takeaways
Porter’s 5 Forces
1) Overall, medium risk involved
2) Goal is to be first to market
Market Size 1) Market is currently growing
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8. Business Model
Key Partners
Squarespace: all aspects of
ecommerce website
DongGuan Jiejin Security
Protection Equipment:
Manufacturer of products
FedEx: Shipping
Facebook: Digital Marketing
Lawyer
Key Activities
Order Online
Payment Processing
Shipping & Delivery
Manufacturing of product
Storage of products
Marketing
Value Propositions
“Workout without
bruising. Specially
designed apparel with
padding”
Key Word(s):
Performance
Customization
Protection
Weight Lifting
Convenient
Easy to Use
Customer
Relationships
FAQ Section on website
Email
Facebook
Customer Segments
Market Dimensions:
Growing Niche Market –
Weight Lifters (i.e.
CrossFit)
Execution:
Customer Testimony (i.e.
positive reviews) from
users who use the
products and are happy
with the results
Key Resources
Ecommerce Website:
handle order and payment
processing
Intellectual Property: Patent
for some products
Trademark for logo & name
Distribution: shipping
Manufacturing
Channels
Website
Email
Social Media: Facebook,
Twitter
Blogs & Forums
Cost Structure
Manufacturing of Products
Shipping products to customer
Website Maintenance: design, payment processing etc…
Digital Marketing
Revenue Stream
Customer buying a product through the online ecommerce website
Ads
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9. User Research & Demo
Background
 CrossFitting Since: 2011
 Attendance: 3-5 Times Per Week
 Age: 25 – 30
 Sex: Male
 Annual Income: ~$60,000
Devices
 iPhone
 Work Desktop
 Personal Laptop
Other Tools or Sites Used
 Crossfit.com
 Facebook
 CrossFitJerseyCity.org
Day In The Life: At The Gym
 A week before the day of class, I will register for the
class either by my cell phone or using a desktop or laptop
 The “Workout of the Day” is posted daily so I will check
CrossFitJerseyCity.org to see the workout
 Pending on the movements included in the workout
will determine which gear I will use for the workout
 If the workout incorporates an Olympic Movement I
will use my Olympic Lifting Shoes. If the workout involves
running, I will wear my Reebok Nanos.
 Post workout, if any bruising results from the workout,
there is very little I can do to stop the bruising.
 If calluses form on my hands, I will tend to them by
cleaning and then removing the dead skin
Goals
 I really enjoy CrossFit and I would like to get
an amazing, kickass workout without the
repetitive bruising that occurs so frequently on
the clavicle, thighs, forearms, or calves as a
result of certain movements during the workout
Current Pain Points
 The tawny bruises that show on the skin plus
that area where the bruise is becomes sensitive
to the touch
 There are not many products on the market
to help prevent these bruises from occurring.
Joe
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10. User Research & Demo
Background
 CrossFitting Since: Feb 2013
 Attendance: 3-4 Times Per Week
 Age: 25 – 30
 Sex: Female
 Annual Income: ~$60,000
Devices
 Android
 Work Desktop
 Personal Laptop
Other Tools or Sites Used
 Crossfit.com
 Facebook
 CrossFitJerseyCity.org
 Youtube.com
Day In The Life: At The Gym
 At 9pm the night before the workout, I check the CJFC
Blog for the Workout of the day.
 I plan my day at work to ensure I can leave at a proper
time for the Crossfit class I want to be in.
If the movements are complicated (ie, pull ups, snatch,
handstand push-ups), I sometimes watch Youtube video
tutorials before class.
 Right before the WOD, I ask my friends how the
workout was and am usually looking for what they found
to be most difficult so I can mentally get ahead of that.
 Before the WOD, I’ll review the whiteboard/scoreboard
for friends on my level to set a certain goal for myself to
meet or exceed and get a sense of how difficult performing
RX might be.
After the workout, I’ll think about where I lost time or
reps and what I should do next time to improve. I’ll also
usually observe coaching in the next class.
Goals
 Performing the workout as close to prescribed
(RX), as possible, by dialing in technique and
form that lends to more power.
Current Pain Points
 Being unaware of the best weight to train at
(not receiving guidance and a push from a coach
of the most proper weight for me to train with)
 Fear of injury from trying to work with too-
heavy of a weight
Lisa
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11. Survey Goals
Hypothesis Data Needs
People who do CrossFit frequently suffer from
some form of bruising
% of people who bruise
Beginners who are not familiar to the movements,
and who may also have limited mobility and those
who tend to bruise the most
% of people who bruise, are beginners
People have bought previous products to help
prevent bruising such as hand wraps for pull ups,
knee high socks for Deadlifts etc…
% of people who have bought similar prevention
type products
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12. Survey Results
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13. Survey Takeaways
Hypothesis Data Needs Conclusion
People who do CrossFit
frequently suffer from some form
of bruising
% of people who bruise 1. 94% Experienced some form
of bruising
2. 74% experienced bruising of
the collarbone
Beginners bruise the most % of beginners who bruise vs.
advanced
1. N.A. Answers from those
who have been CrossFitting
for more than 2 years could
not be extracted from data
Target Customer: Beginners new to
CrossFit
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14. Minimum Viable Product
Manufacturing Prototype
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15. Risks & Challenges
Area Risk Solution
Manufacturing
Order Shipment
Delay
Inventory
Closure Secondary manufacturer
Legal
Trademark Trademark application
Patent Patent application
Injury Form LLC
Finances
Not enough
resources
Kickstarter
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16. Core Team
Person /
Company
Responsible Accountable Consult Inform
JoeWilkinson    
Bradley
Rothschild
   
DongGuan Jiejin
Security
Protection
Equipment
Co.,Ltd.
   
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17. Financial Forecast
FIXED EXPENDITURES ASSUMPTION EXP
Legal
Provisional Patent $65.00
Provisional Patent Correction $15.00
TradeMark $687.50
Business Structure
(LLC)
$200.00
Manufacturing
Prototype $525.00
Recurring Orders 200 shirts at $13-$15 per shirt $2,600.00
Website
Website Registration
(SquareSpace)
$288.00
Logo
(99Designs)
$299.00
Video $500.00
Break Even
(Price per shirt is $40)
Price per shirt $13 $14 $15
# of shirts sold 131 136 141
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18. Quarterly Roadmap
Pre-Launch: 3 Month Road Map
Department January 2014 February 2014 March 2014
Legal Trademark Application
Manufacturing
Manufacturing
Prototype 1
Test 1
Manufacturing
Prototype 2
Test 2
Digital / Website
Video
Kickstarter
Website
Department Task Start End
Legal Trademark Application 1/17/2014 2/16/2014
Manufacturing
Manufacturing Prototype 1 1/15/2014 1/28/2014
Test 1 1/29/2014 2/11/2014
Manufacturing Prototype 2 2/12/2014 2/25/2014
Test 2 2/26/2014 3/11/2014
Digital / Website
Video 2/6/2014 2/28/2014
Kickstarter 3/1/2014 3/31/2014
Website 1/15/2014 3/31/2014
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19. Wireframe
WilkWear.com
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20. Metrics & Measurements
Measurement
Acquisition
• Word of Mouth
• SEO
• Blogs
Activation
• 1st time customers
• Conversion Rate
• Site traffic
• Time on site
• Page views per visit
• Traffic source
• How many people clicked on the video
Retention
• Repeat customers
• Session Length
• Email open rate
Referral • Did they subscribe to email list
Revenue • How much did they buy
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